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Y&R Helps Launch Campbell’s Chunky Soup's “Everyman All-Star League” for the NFL

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The new fantasy league celebrates the "everyday hard work of everyman"

 Y&R Helps Launch Campbell’s Chunky Soup's “Everyman All-Star League” for the NFL

Campbell’s Chunky soup, the Official Soup Sponsor of the NFL, has enlisted six NFL players, Drew Brees, Odell Beckham Jr., Eddie Lacy, Todd Gurley, Eric Ebron and Kyle Long, to star in the new Everyman All-Star League campaign. The campaign reverses fantasy football roles in a unique turn of events, where six stand-out NFL athletes will serve as the league’s general managers, for ‘everyday’ participants to be drafted into the Everyman All-Star League.

By visiting, fans who create an Everyman All-Star player card will be placed on one of the general managers’ teams, and be entered into a sweepstakes for the chance to win Super Bowl LI tickets, NFL-licensed autographed gear and additional prizes.

“In this campaign, we turned the tables on traditional fantasy football and asked NFL superstars to draft everyday guys in Drew Brees’ basement,” said Abby Elu, Brand Manager, Campbell’s Chunky soup. “In a fun and light-hearted way, the campaign celebrates the daily victories the ‘everyman’ tackles on and off the field and highlights how Chunky soup fills up all kinds of people – from a Super Bowl stars to busy parents and loyal neighbours.”

Y&R New York created the advertising campaign to play on the popularity of fantasy football and offer an opportunity for top NFL stars to champion the everyday guy. Two humorous spots, “Montage” and “Draft Day,” are currently live on YouTube. Throughout the NFL season, four additional spots featuring Brees, Beckham Jr., Lacy, Gurley, Ebron and Long will premiere on ESPN, the NFL Network and YouTube capturing the action of the Everyman All-Star League from Drew Brees’ basement.

The Chunky integrated marketing campaign includes Everyman All-Star League on-air and digital integrations on NFL Network and ESPN, along with local market activations and social media engagement. Throughout the season, a Chunky food truck will tour local supermarkets and stadiums on game day to offer people the opportunity to sample the latest Chunky flavors. There will also be several activations leveraging Campbell’s NFL team deals, including in-store appearances and NFL player meet and greets.

For the 2016-2017 season, Campbell’s Chunky is introducing four new delicious Chunky soups: Clam & Corn Chowder with Bacon, Spicy BBQ Seasoned Chicken with Beans, Creamy Chicken Noodle and Chili Mac. Campbell’s Chunky also continues to offer a wide selection of hearty and satisfying varieties following the success of pub-inspired soups, along with refreshing twists on popular ready-to-serve soup flavours.

Fans can visit, and for additional content and information, and to learn more about Campbell’s Chunky soup. No purchase necessary. Ends 12/4/16 at 11:59:59 PM ET. Open to legal residents of 50 US/DC, 18+. Official Rules: Void where prohibited. The NFL Entities (as defined in the Official Rules) have not offered or sponsored this sweepstakes in any way.

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Audio Post Production: Tom Jucarone @ Sound Lounge

Production Company

Director: Tim K

Editorial & Online: PS 260

Production Company: Bullitt

Post Production / VFX

Colour Coordinator: Mikey Rossiter @ The Mill

Motion Graphics: Patrick Lavin, Michael Marciano

Visual Effects: Margaret Yang, Steve Koenig, Dino Tsaousis

Creative Agency

Account Supervisor: Chad Oliver

Art Director: Hans Schenck

Copywriter: Anthony DiMichele

Executive Creative Director: Leslie Sims

Executive Producer: Greg Lotus

Group Account Directors: Kelly Considine

Group Creative Director: James Caporimo

Media Planner: Belinda Moon

Strategist: Susanne Raymond / Henry Monsell


Chief Marketing Officer: Greg Shewchuk

Marketing Director: Mark Materacky

VMLY&R North America, Tue, 23 Aug 2016 09:32:14 GMT